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Oliver Elliott, Boden - using TagMan path to conversion data to drive customer acquisition
 

Oliver Elliott, Boden - using TagMan path to conversion data to drive customer acquisition

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    Oliver Elliott, Boden - using TagMan path to conversion data to drive customer acquisition Oliver Elliott, Boden - using TagMan path to conversion data to drive customer acquisition Presentation Transcript

    • Optimising Paths To Conversion
    • Optimising Paths To Conversion A quick introduction Boden Me
      • Johnnie Boden Tagman
      • We’ve been working with Tagman for 1 year, four months and 21 days and a bit.
      • Manage marketing tags.
      • Increase page load speeds.
      • Dedupe CPA channels.
      • Use fractional attribution models and marketing touch point data to revolutionise our customer engagement strategy…
      Optimising Paths To Conversion
    • Optimising Paths To Conversion
      • Things I may have said
      • Channel attribution is necessary but doesn’t work for optimisation.
      • We need to be customer focused, not channel focused.
      • The customer is channel agnostic. “Shop your way” is the new norm.
      • We need to understand and optimise successful marketing co-operations.
    • So, what’s wrong with Attribution?
    • Optimising Paths To Conversion Attribution vs. Path To Conversion
    • Optimising Paths To Conversion Attribution vs. Path To Conversion
    • Optimising Paths To Conversion Attribution vs. Path To Conversion £7,320 £300 £1,200 £2,100 £2,250 £1,470 Cost Total Social Media Display Generic Search Prospect Email Affiliates £24.40 £33.33 £36.36 £58.33 £34.09 £9.42 CPO 300 9 33 36 66 156 Orders Last Click
    • Optimising Paths To Conversion Attribution vs. Path To Conversion
    • Optimising Paths To Conversion Attribution vs. Path To Conversion £7,320 £300 £1,200 £2,100 £2,250 £1,470 Cost Total Social Media Display Generic Search Prospect Email Affiliates £24.40 £33.33 £36.36 £58.33 £34.09 £9.42 CPO 300 9 33 36 66 156 Orders Last Click £24.40 £27.27 £40.00 £18.42 £23.94 £28.82 CPO 300 11 30 114 94 51 Orders First Click
    • Optimising Paths To Conversion Attribution vs. Path To Conversion
    • Optimising Paths To Conversion Attribution vs. Path To Conversion
      • Danger of last / first click is optimising away from conversions you cannot see.
      • Assist conversions and fractional attribution are part of the answer.
      • We’re currently defining a fractional attribution model with Tagman 3.
      • But the missing link in any attribution view is the relationship with other channels.
    • Optimising Paths To Conversion Attribution vs. Path To Conversion
    • Optimising Paths To Conversion
      • Path To Conversion data
      • If you don’t know what Tagman Path To Conversion (PTC) data looks like…
    • Optimising Paths To Conversion 123.04 U100849353   65970 UK Affiliate Window Click 01/06/2010 08:23 4 01/06/2010 08:26 123.04 U100849353 boden google.co.uk UK SEO Brand Click 01/06/2010 07:53 3 01/06/2010 08:26 123.04 U100849353 boden google.ie UK SEO Brand Click 31/05/2010 15:19 2 01/06/2010 08:26 123.04 U100849353 johnnie boden google.ie UK SEO Brand Click 06/05/2010 20:26 1 01/06/2010 08:26 42 U100849307     UK Direct to site Click 01/06/2010 08:08 2 01/06/2010 08:24 42 U100849307 minu boden google.it UK SEO Brand Click 28/05/2010 15:35 1 01/06/2010 08:24 72 U100849261 babycentre.co.uk   UK Criteo Click 01/06/2010 07:56 2 01/06/2010 08:20 72 U100849261   60940 UK Affiliate Window Click 03/05/2010 11:43 1 01/06/2010 08:20 92 U100849215 johnnie boden   UK PPC Google Brand Click 01/06/2010 08:02 1 01/06/2010 08:18 63 U100849208     UK Direct to site Click 01/06/2010 07:41 3 01/06/2010 08:17 63 U100849208 boden offers   UK PPC Google Brand Click 01/06/2010 07:26 2 01/06/2010 08:17 63 U100849208   02f649_160x60 UK AOL Click 31/05/2010 22:04 1 01/06/2010 08:17 30 U100849170   67046 UK Affiliate Window Click 19/05/2010 09:01 1 01/06/2010 08:14 26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
    • Optimising Paths To Conversion
      • Looks Ugly. Why PTC?
      26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
    • Optimising Paths To Conversion
      • Looks Ugly. Why PTC?
      • Customer journeys across channels.
      26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
    • Optimising Paths To Conversion
      • Looks Ugly. Why PTC?
      • Customer journeys across channels.
      • Successful paths and marketing combinations.
      26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
    • Optimising Paths To Conversion
      • Looks Ugly. Why PTC?
      • Customer journeys across channels.
      • Successful paths and marketing combinations.
      • Successful sequences of marketing touch-points.
      26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
    • Optimising Paths To Conversion
      • Looks Ugly. Why PTC?
      • Customer journeys across channels.
      • Successful paths and marketing combinations.
      • Successful sequences of marketing touch-points.
      • Successful timings for marketing touch-points.
      26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
    • Optimising Paths To Conversion
      • How do we use this?
      • We need to import and aggregate this data in a meaningful way.
      • Identify and optimise beneficial marketing interactions
      • Minimise and remove unhelpful marketing interactions.
    • Optimising Paths To Conversion
      • How do we use this?
      310% £2,439 £93 £7,561 1.41% 81 3.3 5,745 PPC_Brand + PPC_Generic + Direct_To_Site 381% £1,211 £118 £4,615 2.21% 39 4.8 1,765 PPC_Brand + PPC_Generic + Email 127% £3,495 £82 £4,446 3.50% 54 3.7 1,543 PPC_Brand + PPC_Generic + Affiliates 240% £1,500 £100 £3,604 1.51% 36 3.3 2,384 SEO_Brand + PPC_Brand + PPC_Generic 132% £3,244 £95 £4,275 3.55% 45 5.0 1,268 PPC_Brand + PPC_Generic + Direct_To_Site + Affiliates 295% £1,584 £87 £4,677 1.50% 54 2.3 3,600 SEO_Brand + PPC_Generic 144% £4,237 £85 £6,120 3.61% 72 3.7 1,994 PPC_Generic + Direct_To_Site + Affiliates 319% £3,584 £103 £11,436 1.48% 111 2.2 7,500 PPC_Brand + PPC_Generic 224% £7,500 £100 £16,773 1.12% 168 2.3 15,000 PPC_Generic + Direct_To_Site 236% £5,686 £78 £13,420 1.40% 171 1.2 12,214 PPC_Generic ROAS Cost AOV Sales Value Conversion % Orders Touch-points / Path Customer Paths Path To Conversion – Channel Overlaps
    • Optimising Paths To Conversion
      • Difficulties
      • Channel conversion rate = conversions
      • total visits
      • But for PTC = converting paths (channel A+B+C…)
      • non-converting paths (channel A+B+C…)
      • Which requires non-converting path data.
      • We have this but it looks even uglier (700k rows per day).
      • Also need aggregated costs for converting & non-converting.
      • And more granular marketing data.
      • We’re beginning to build this now.
    • Putting PTC into practice now
    • Optimising Paths To Conversion Autumn Prospect Catalogue campaign
      • Prospect Catalogue campaign mailed 27/7/10.
      • Customer offer of 10% OFF plus free delivery & returns.
    • Optimising Paths To Conversion Autumn Prospect Catalogue campaign
      • Prospect Catalogue campaign mailed 27/7/10.
      • Customer offer of 10% OFF plus free delivery & returns.
      • Non-responders mailed with £10 OFF follow-up voucher on 24/8/10.
      • We track response from the redemption of offer codes.
      • This gives a limited view of results with no channel interaction.
      • So we merged the offline data with Tagman data to give combined PTCs.
    • Optimising Paths To Conversion Prospect Catalogues & Paths To Conversion 84.55 U107304588     UK Direct to site Click 03/10/2010 11:43 7 03/10/2010 11:52 84.55 U107304588   54760 UK Affiliate Window Click 03/10/2010 11:33 6 03/10/2010 11:52 84.55 U107304588     UK Boden email Click 28/09/2010 16:43 5 03/10/2010 11:52 84.55 U107304588 boden google.co.uk UK SEO Brand Click 28/09/2010 16:12 4 03/10/2010 11:52 84.55 U107304588     UK Prospect Voucher DM 24/09/2010 3 03/10/2010 11:52 84.55 U107304588 boden   UK PPC Google Brand Click 23/09/2010 18:01 2 03/10/2010 11:52 84.55 U107304588 1929S34K47476 67546 UK Affiliate Window Click 16/09/2010 08:48 1 03/10/2010 11:52 84.55 U107304588     UK Prospect Catalogue DM 27/08/2010 0 03/10/2010 11:52 65.86 U107304142 boden google.co.uk UK SEO Brand Click 03/10/2010 11:33 8 03/10/2010 11:39 65.86 U107304142 903 03m807_10fdr_160x600f UK Platform-A View 03/10/2010 08:23 7 03/10/2010 11:39 65.86 U107304142 boden 67035 UK Affiliate Window Click 01/10/2010 11:52 6 03/10/2010 11:39 65.86 U107304142     UK Direct to site Click 01/10/2010 11:26 5 03/10/2010 11:39 65.86 U107304142     UK Prospect Voucher DM 24/09/2010 4 03/10/2010 11:39 65.86 U107304142 boden 105010 UK Affiliate Window Click 09/09/2010 19:06 3 03/10/2010 11:39 65.86 U107304142 9487S34 67546 UK Affiliate Window Click 08/09/2010 19:15 2 03/10/2010 11:39 65.86 U107304142   67035 UK Affiliate Window Click 05/09/2010 10:26 1 03/10/2010 11:39 65.86 U107304142     UK Prospect Catalogue DM 27/08/2010 0 03/10/2010 11:39 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
    • Optimising Paths To Conversion
      • A total of 5,389 customers converted online.
      • 3,420 customers converted with the voucher (a month later).
      • 1,969 customers converted from the catalogue without a voucher.
      Prospect Catalogue Touch-Point mix - 5,389 Prospect Catalogue - 3,420 Voucher Letter % Touch Points # Touch Points Total Campaign
    • Optimising Paths To Conversion Prospect Catalogue Touch-Point mix
      • Largest online touch-point overlaps are Direct To Site and Natural Search Brand.
      • Sequence analysis tells us 27% of first touch-points are Direct To Site (vs 31% for total touch-points)
      • 82% of Direct To Site 1 st touch-points are converting.
      • Natural Search Brand accounts for 40% of 1st touch-points..
      • Only 46% of these convert from 1 st touch-point (vs. 31% for total).
      • There is also significant overlap with Affiliates and Display.
      • Paid Search is low due to ‘brand-off’ test.
      - 5,389 Prospect Catalogue - 3,420 Voucher Letter 100% 10,153 Total (ex DM) 0% 20 Referrer 0% 50 Comparison Shopping 1% 109 Natural Search Generic 3% 304 Paid Search Generic 5% 556 Boden Email 9% 906 Display Advertising 9% 913 Paid Search Brand 11% 1,071 Affiliates 31% 3,097 Natural Search Brand 31% 3,127 Direct To Site % Touch Points # Touch Points Total Campaign
    • Optimising Paths To Conversion Catalogue Converters vs. Voucher Converters
      • PTCs converting without / before the voucher mail are Catalogue Converters
      • PTCs converting with / after the voucher mail are Voucher Converters.
      - 3,420 - 1,969 Prospect Catalogue - 3,420 - 0 Voucher Letter 100% 6,723 100% 3,430 Total (ex DM) 0% 13 0% 7 Referrer 0% 28 1% 22 Comparison Shopping 1% 69 1% 40 Natural Search Generic 3% 196 3% 108 Paid Search Generic 6% 403 4% 153 Boden Email 9% 611 9% 295 Display Advertising 7% 491 12% 422 Paid Search Brand 9% 619 13% 452 Affiliates 32% 2,127 28% 970 Natural Search Brand 32% 2,166 28% 961 Direct To Site % Touch Points # Touch Points % Touch Points # Touch Points Voucher Converters Catalogue Converters
    • Optimising Paths To Conversion Catalogue Converters vs. Non-converters
      • Touch-points from Voucher Converters before voucher mail can be used as non-converting paths.
      • Catalogue Converters made 180% more use of Direct To Site than Catalogue Non-Converters.
      • 60% less use of Paid Search Brand
      • 125% more use of Display.
      - 3,420 - 1,969 Prospect Catalogue - 0 - 0 Voucher Letter 100% 825 100% 3,430 Total (ex DM) 0% 3 0% 7 Referrer 1% 10 1% 22 Comparison Shopping 2% 13 1% 40 Natural Search Generic 5% 44 3% 108 Paid Search Generic 3% 24 4% 153 Boden Email 4% 36 9% 295 Display Advertising 30% 250 12% 422 Paid Search Brand 15% 121 13% 452 Affiliates 29% 238 28% 970 Natural Search Brand 10% 86 28% 961 Direct To Site % Touch Points # Touch Points % Touch Points # Touch Points Catalogue Non-Converters Catalogue Converters
    • Optimising Paths To Conversion Autumn Prospect summary
      • Majority of touch-point interactions are Direct To Site.
      • These convert better than other marketing channels from first touch-point and have a higher mix in Catalogue Converter PTCs.
      • Natural Search Brand converts worse from first touch-point and Paid Search Brand has a higher mix in Catalogue Non-converter PTCs.
      • This could be explained by the use of untracked landing pages versus the homepage.
      • Display interactions, though minimal, are co-operative, having higher mix in Catalogue Converter PTCs.
    • Spring Prospect Catalogue campaign
    • Optimising Paths To Conversion Spring Prospect Catalogue campaign
      • Prospect catalogue mailed with 15% OFF customer offer.
    • Optimising Paths To Conversion Spring Prospect Catalogue campaign
      • Prospect catalogue mailed with 15% OFF customer offer.
      • Non-responders sent follow-up £10 voucher letter.
      • Customers asked to redeem offer and voucher via unique landing page urls.
      • Landing pages use Tagman to insert ‘Prospect Mail’ touch-point into PTC.
      • Also added retargeting tags to landing pages to create unique customer segments.
    • Optimising Paths To Conversion Spring Prospect Catalogue campaign
      • Prospect segments retargeted via three networks.
      • Banner creative and offers are complimentary to catalogue and voucher mailings.
      • CPC & CPAs are set at higher priority than other retargeting campaigns.
      • We expect to increase conversion of online repsonders for this campaign.
      • And our understanding of marketing co-operations for future campaigns.
    • The journey ahead
    • Optimising Paths To Conversion
      • The journey ahead
      • Capture all online interactions in PTC.
      • Integrate with offline data for single view of marketing touchpoints.
      • Combine with CRM data, purchase history and social interactions to give 360 degree the customer.
    • Optimising Paths To Conversion
      • The prize
      • We will know what marketing interaction is required to increase conversion to new customer, repeat customer and brand advocate.
      • We will know how and when to intervene to prevent the loss of customers.
      • We will know how and when to cross-sell other departments and shopping channels.
      • We will be able to personalise the customer’s downstream marketing communications based on upstream touch-points.
      • We will provide a relevant and consistent brand experience across all marketing channels.
    • Optimising Paths To Conversion
      • The end.
      • Thank you very much for listening.
      • Watch this space
      Oliver Elliott http://uk.linkedin.com/in/olivervelliott